If your online business had an Internet shopping blunder, how would you handle it?
It was late Monday night and I was sitting on the couch entertaining myself with my smart phone. By ‘entertaining’ I mean a good Facebook stalk of my friends. It was at this point that two status updates caught my eye.
“Loving Coles Online; 4 slabs of coopers sparkling ales for $69 delivered”
“$135 for 4 slabs of James Squire golden ale and 4 slabs of Coopers Sparkling from Coles Online. Winner!”
I thought that I was missing out on some amazing promotion – but as I am not a beer drinker, I logged off Facebook and immediately forgot about it.
It wasn’t until yesterday when I was back on Facebook (I swear I am not an addict, okay maybe I am, just a little bit) and I found these same friends moaning about Coles Online backing out of these specials.
Apparently some customers received phone calls and others received emails explaining the situation.
“Two beer lines were inadvertently listed with the wrong price on our Coles Online website yesterday. Unfortunately we will not be able to supply these lines at the earlier incorrect prices, and the correct price for these lines is now displayed on the website.”
Coles Online customers are in an uproar and Coles Online employees are working overtime to try and fix the error.
Take the time to think, what would you do if this happened in your online business. Would you act in the same manner as Coles Online and infuriate your customer by blatantly saying ‘no’ to a promotion that was your error?
How about the New Zealand Dick Smith site that was giving away the goods and customers only had to pay a small shipping fee. They apologised via twitter, but also did not honour the blunder.
Or would you follow in the footsteps of Ruslan Kogan who had an online blunder earlier this year which saw customers walk away with products well below cost price, to which he said “we believe the bug in our website was entirely our responsibility and as a result will be honouring every single purchase”.